How Video Strategies Are Affected By Old Media vs. New Media [Creator's Tip #89]

How Video Strategies Are Affected By Old Media vs. New Media [Creators Tip #89]

Old media has been chugging along for a long while now, and we all know it's not really going anywhere.  But new media has started to chip away at its audience, especially when it comes to the young folks.  As the internet, the "new medium," has started showing gains and providing all of that old media stuff under one roof, the idea is that the same techniques for making old media successful can work for new media.  But that just isn't the case, because there is a major difference between the old and the new, and it has to do with active, rather than passive, involvement.

Old Media Vs. New Media: The Breakdown

Television is declining in two very important demographics: the 12-17 crowd, and those aged 18-29.  TV viewing dropped 14-15% in the past year among those age groups, while online video has increased dramatically.  So why the shift?  Let's take a look at the aspects of both the old and the new.

When we watch old media, it's for our own self-benefit.  When we watch new media, we watch for social benefit.  When we watch TV, we're kicking back and watching the latest episode of our favorite show and we can't really interact.  With the internet, we can comment, like, favorite, and get involved, we feel part of a community.

In old media, there are people paid a lot of money to be other people: yep, we're talking about actors.  With new media, we demand that our personalities be authentic.  We want people we can connect with and people who are more like us.

In old media, shows are character-centric.  You're a passive observer into someone's story.  In new media, shows are viewer-centric, where the personality says, "This is my story, and you are a part of it."

With old media, the message is: Watch This! With new media, the message is: Join This!  Let's build something together.

With old media, people are coming to see shows.  With new media, people are coming to see people.

With all of that in mind, it's time to see YouTube as a social media platform rather than a content-delivery platform.  It's probably why those who have a really easy time attracting viewers to old media have such a hard time attracting people to new media.  They are completely different and require different techniques for building an audience.

The question I would like to ask is, "How would your content and video strategy be different if you used YouTube the same way that you, personally, use Facebook?"  Comment below or go to the watch page and give us your thoughts.

View The Full Video Transcript:

For this week’s Creator’s Tip, we are going to talk about old media vs. new media. What it means for the content we create, the strategies we develop, the audiences we build and everything. It is very fundamental. That’s coming up.

Hey guys, my name is Tim Schmoyer and welcome to another week of ReelSEO’s Creator’s Tip where every week we just help you guys who are online video marketers know how to make your stuff perform as best as it can here on YouTube and other video platforms

And today I want to talk about a couple buzz words we hear thrown around a lot. Old media vs. new media. Over the past couple of years in online vide we have seen this very interesting phenomenon taking place, without getting into all of the details and statistics and reports, ultimately what’s happening is television seems to be declining among twovery important demographics. The 12 to 17 year olds and then the 18 to 29 year olds. Depending on which reports you look at, it’s dropped around 14%-15% just in this past year. But while the time spent watching television is diminishing with that age group, the time spent watching online video is growing very rapidly. So what is going on there? Why the shift, why the migration, whatis happening? There is a lot of answers to that question, but me personally, I would boil it down to the different values that the younger generation holds for their media and content consumption versus what some of the older generation people feel.

Let me show you what I mean by breaking down some of the key differences that I see between old media and new media. With old media, we are consuming content, but mostly for our own entertainment and our own self-benefit. We are asking the question, what does this mean for me? With new media, we are still consuming content, but often with the social benefit it in mind. We are asking this question, what does this mean for us? In old media,people get paid a lot of money to act like someone they are not. But in new media, you have to be very authentic, and act exactly the way you are. Old media is very character-centric. Meaning they are saying this is my story and you are welcome to be a passive observer if you like. But in New Media they are saying this is my story and you are a part of it. In some cases they are even saying this is our story collectively. Old media is saying hey watch this and New Media is saying hey, be a part of this. Let’s build something together. In Old Media, people go to television for shows and New Media, people come to online video for people.

There is a lot more things we can add to both of these lists, but I think you can look at them right now and say maybe it is not fair to treat New Media like Old Media and maybe that is why celebrities and Old Media who can attract millions and millions of viewers over here, have a very difficult time transitioning to New Media and attract only a few thousand viewers over here. The two are working with very different assumptions about audience development, about community, abut production value and many other things, and the point is this, as video marketers, sometimes I feel like we get so wrapped up in our old media perspective that we carry that content and those ideas and those values to a New Media platform and it just doesn’t work.

The two require different approaches to content and I know a lot of this might just seem really philosophical, but I want to ask you a question that I think will really bring this to earth for you guys and I really want you to answer this in the comments below. Let’s have a discussion about this. How would your content and your video strategy be different if you used YouTube the same way that you personally use Facebook? Because at the end of the day, to be quite honest with you, I think comparing YouTube to television is the wrong comparison to make if you really want to understand what makes YouTube tick. A better comparison I think is to compare it to Facebook as a social media platform that it is, rather than the content delivery platform that a lot of us assumes YouTube is.

I am actually writing a lot more about this Old Media; New Media content and it influences how we approach YouTube and the strategies that we hope for online video. I am going to give it away for free in an eBook that I am writing right now, called “The Secret to Building Your YouTube Audience“. It is not released yet, but it will be coming out soon over on my channel at YouTube.com/Video Creators. You’ll find a link in the description text of all my videos over there that will give you more information about how to get this eBook when it comes out if you are really interested in diving deeper into what all this means. Because personally I believe that if we really get this, it will mean the difference between frustrating results and really successful results on YouTube.

And while you are digging around the web, check stuff out, make sure you subscribe to this channel here. We would love to have you guys be a part of these videos we do for you every week. Also, check us out at ReelSEO.com for the awesomeness we are publishing there and also go to ReelSummit.com if you want to hang out with me and Mark Roberson, our founder here at ReelSEO. We would love to connect with you guys this July out in California where we can talk more about frustrations versus success on video marketing and a lot more other things. We are bringing together some of the smartest minds in video marketing, to one, help you guys to save money on the efforts that you are doing here and two, to help you guys make that stuff as successful as they can possibly be. So we are really excited to partner with you guys on that. Go check out ReelSummit.com and I will see you guys again next week for another ReelSEO Creators Tip see you then. Bye.

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About the Author -
Tim Schmoyer is the host of ReelSEO's Creator's Tip and the author of "30 Days to a Better YouTube Channel". You can see some of his personal videos on his Family Vlog Channel. View All Posts By -

What do you think? ▼
  • http://www.facebook.com/rowby Rowby Goren

    You are right on target. I've been in Old Media. -- where our only meadurement was the rating system. Today's internet world lets us interconnect with our audience. Much more exciting and essential to the creative process. Congrats on your insight on this issue. ...Rowby

    • http://timschmoyer.com/ Tim Schmoyer

      Thanks, Rowby! Glad it's helpful!

  • https://twitter.com/hardliner Chris Abbott

    Spot on Tim... New media is about Engagement..

    Gen Y and Z love their Content being more snackable which works well with Facebook and Mobile.
    Baby Boomers and some Gen X prefer longform vids as they dont like to multi task their media as much. :)

  • http://twitter.com/wildfireeffect Stephanie M Scott

    Wow, thats about the best description of new media, 360 degree media, crowdsourced media, transmedia.... strategy that I have yet come across. Thank you.